Yesterday, print ads that we ran for our MediaBids clients generated 2,000 phone calls from interested consumers. Two-thousand living, breathing people across the US studied these print ads, and made the calculated decision to pick up the phone. We see this kind of activity from newspaper and magazine ads everyday, and we’re not the only ones that still believe in print. Take a look at a few studies that show print advertising is still alive:
1.) Study Reveals Advertising With Newspaper Triples Campaign Effectiveness– This interesting study out of the UK released last week reports that “On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; three times for travel; 2.8 times for retail; 1.7 times for automotive.” Impressive numbers.
2.) GFK MRI Research Study – 61% of readers take action after seeing a print magazine ad – Whether it’s clipping a coupon, making a purchase or gathering more information about an advertiser, magazine readers are spurred to action when they see an ad that interests them.
3.) Nielson Study Shows Newspaper Ads Lead in Engagement – Newspaper ads are viewed as both trustworthy and engaging. “The central focus of the study is engagement, and, in the aggregate score for eleven metrics of engagement, print or online newspapers scored 43 percent, followed by TV stations and their websites at 37 percent. Radio and Internet both received 41 percent.”
Whether you’re looking to drive traffic to a website or call center, print ads are still a useful tool in driving awareness and engagement.